In Senegal, a digital transformation is underway in the agribusiness. Local tech and entrepreneurship are powering transformation at Zena Exotic Fruits through ITC’s NTF V programme.
The digital sector offers vast opportunities for agricultural value chains, yet agritech adoption remains low, particularly among smallholder farmers and small businesses.
Barriers such as limited IT expertise, financial constraints, and inadequate rural infrastructure hinder the effective use of digital tools, restricting market access, financing, and business growth.
In Senegal, agriculture remains a cornerstone of the economy. As agribusinesses seek to add value, access markets, and operate more efficiently, digital solutions are emerging as key enablers – especially for small businesses.
Yet, many face challenges in adopting the right tools that match their business realities and long-term goals.
That’s where ITC’s Alliances for Action initiative, through the Netherlands Trust Fund V (NTF V) programme funded by the Ministry of Foreign Affairs of the Netherlands, comes in.
Exploring locally generated tech solutions
To explore how digital tools can strengthen value chains and improve competitiveness, ITC launched a series of pilots with local agribusinesses.
The first was with Zena Exotic Fruits, a woman-led enterprise known for its high-quality fruit products. In partnership with Senegalese tech enterprise Baamtu SARL, the pilot rolled out a customized enterprise resource planning (ERP) system to modernize Zena’s operations.
‘The ERP centralized our processes and allowed each team member to rethink their role,’ said Nicolas Filfili, Deputy General Director at Zena.
‘Tasks became simpler, data became more reliable, and the system highlighted gaps we didn’t know we had. It had an impact even beyond digital.’
Baamtu played a hands-on role from the start, mapping Zena’s workflows, adapting the open-source Odoo platform, and ensuring user training and support.
‘We involved Zena at every step,’ said Abdoulaye Mbodj, marketing lead at Baamtu. ‘That co-creation made the solution truly fit their needs and ensured long-term adoption.’
Despite initial challenges – from internal knowledge gaps to staff hesitancy – the collaboration led to visible improvements. Manual processes like supplier checks and inventory reconciliation were streamlined, and real-time data became available across departments.
Zena even co-invested $4,500 to extend the system’s scope, linking inventory and invoicing for greater operational alignment.
To ensure continued success, ITC and its partners developed a Post-Pilot Sustainability Roadmap, guiding Zena’s digital journey beyond the pilot phase. Role-specific training and upgraded equipment are already being rolled out.
‘Digital tools like ERP systems help (small businesses) grow sustainably,’ said Abdoulaye. ‘They boost efficiency, transparency, and ultimately competitiveness in local and global markets.’
For Nicolas, the project has reinforced Zena’s expansion strategy. ‘Since 1986, we’ve grown by embracing innovation. This ERP is another step forward – it’s already improving our decision-making and setting us up for scale.’
With local collaboration, co-investment, and a clear roadmap, this pilot shows how digital innovation can generate long-term, locally driven impact in Africa’s agribusiness sector.
